Broadcasting (Oct - Dec 1949)

BUTLER CRITIC Radio Lacks Originality, REC Is Told THE "foUow-the-leader" concept of programming is today one of radio's greatest evils, Ralph Starr Butler, advertising director for 17 years of General Foods Inc., New York, Nov. 17 told members of the Radio Executives Club of New York. * Mr. Butler was advertising manager for the Postum Co. from 1926 until 1929 when it became General Foods and he became vice president in charge of advertising. Addressing the regular REC luncheon at the New York Hotel Astor, Mr. Butler, now retired, recalled early days in radio when General Foods pioneered with sponsorship of Showboat, first commercial variety show, and later. Admiral Richard E. Byrd's 15-month expedition to Little America. The latter venture resulted in a 44% increase in Grape Nuts sales, and in those days, Mr. Butler said, "we used all our money — there was no such thing as extra budgeting for other media." He expressed dismay at what he called radio's present lack of originality, scolded broadcasters for "following like sheep" the first successful giveaway show with "38 others, all dealing with, the cupidity of the listening audience." He urged broadcasters to make every attempt to experiment with new ideas, opportunity for which he admitted is scarcer these days than 20 years ago. He warned them that should they continue following one another's patterns, "we'll see the continuation of declining results in relation to costs . . . and radio will approach the twilight of its day." He closed with similar warnings to those venturing into television, pointing out that video broadcasters have the same pioneering opportunities today that radio had 28 years ago. Charles R. Denny, NBC executive vice president, presented the 1949 Junior Achievement Award to William Lindsley, president of the Junior Broadcasters Radio Co., Peoria, 111. Junior Achievements Inc. is a group of 837 youth-ownedand-operated companies, backed by American business leaders in 61 cities. Young Mr. Lindsley's company organized a radio program Skip Teen Spotlight, a weekly show for which the 19 members of the company sold time, wrote commercials, produced and aired the finished product. Fred C. Mueller, general manager of NBC affiliate WEEK Peoria, which carried the show on paid time, guided the youth company which, after paying corporate stockholders, expenses and taxes showed a net profit of 10%. Young Mr. Lindsley, accepting the award, spoke briefly of the junior firm's experience. O'DWYER TALKS Plans N. Y. Radio Coverage OFFERS to carry talks by New York Mayor William O'Dwyer, if WNYC New York, city-owned station, will feed it to them, have been made to Seymour N. Seigal, city's director of radio communications, by heads of networks operating outlets in Manhattan. It was learned by Broadcasting that Mr. Seigal was approached Nov. 16 at a UN luncheon with offers of "better coverage" by Frank Stanton, CBS president; Niles Trammell, NBC board chairman; Mark Woods, ABC president; Edward Noble, ABC board chairman, and Theodore C. Streibert, WOR New York president. The mayor plans to speak once a month because he feels that most of New York's newspapers have misquoted him and distorted facts. He hopes to reach the people by radio to alleviate the alleged misrepresentations. In a pattern initiated by the former mayor, the late Fiorello LaGuardia, Mr. O'Dwyer's talks will be scheduled for possibly the first week in each month. It was thought by the station that talks will probably be taperecorded in advance for Sunday airings, and will start after the first of the year. TYPE BM-3-A. Compact, rackmounted. Operating controls on front panel. Components readily accessible from rear of cabinet. Permanently attached, hinged front panels serve as shelves when they are open. AM STATION MONITOR ELECTION night coverage on WCBS New York is discussed by G. Richard Swift (r), WCBS general manager with Charles Bradley (c) and James S. Bealle of BBDO, agency for Schaeffer Beer, which sponsored the coverage on the New York station. f B I I I i I fl I One, Easy-access Unit Handles All Your Monitoring Needs! Here— in one package— is all the monitoring equipment needed for your system. The General Electric AM Station Monitor gives you carrier-frequency monitoring, modulation monitoring, Plus — High-quality audio output suitable for proofof-performance measurements and station monitoring. Hinged panel construction assures quick access to all components. -MAIL COUPON FOR FREE BULLETIN General Electric Company Electronics Park, Building 1, Room 1 Syracuse, New York Please send me bulletin with specifications and prices on the General Electric AM Station Monitor. NAME. ADDRESS STATION. CITY STATE. .. GENERAL ELECTRIC BROADCASTING • Telecasting November 28, 1949 • Page 51